Dive Brief:
- MDC Partners' CP+B and WPP's MediaCom have been named American Airlines new global agencies.
- The firms were chosen after a review process that saw AA drop a 25-year relationship with McCann’s TM Advertising.
- CP+B and MediaCom worked together on the pitch during the review that had been narrowed down to four groups of two agencies in September.
Dive Insight:
The multi-billion dollar reviewageddon is winding down as another large brand made its pick. American Airlines went with MDC Partners' CP+B and WPP's MediaCom after a review process that found four teams of two agencies pitted against each other.
Fernand Fernandez, American Airline's VP of global marketing, told Ad Age, "We chose CP+B because we have a common focus, and they have a clear understanding of our business and our people. If you look at their mission, it's that they're culture seekers, and that's the kind of agency we were looking for. The chemistry was there from the beginning."
According to the airline, the review was initiated partially because the “competitive landscape” of both the airline and advertising industries had changes since it last sought bids for agency representation.
In a statement Fernandez said, "From the very start, CP+B and Mediacom showed a clear understanding of American's assets and opportunities, and it all starts with our 100,000 employees. We want to capture the enthusiasm and passion our employees have for the future of the airline and deliver that message to our customers with a genuine and unique campaign. We think our employees and our customers will be proud of how CP+B and Mediacom work with us to present American's brand in the coming years."